Services
Client
Year
Challenge
The energy drink market is dominated by "high-octane," aggressive brands like Monster and Red Bull.
The Matcha Yaad needed to carve out a distinct space that felt energetic yet calm, and vibrant yet mindful. The challenge was to create a visual and verbal identity that honoured its diverse cultural roots (Jamaica and Japan) while appealing to a new generation of conscious consumers looking for functional, flavourful alternatives.
Goal
The objective was to develop a creative direction and launch campaign that would: Differentiate the brand from traditional, "jittery" energy drinks. Celebrate the cultural duality of the product in an authentic way. Establish a recognisable visual language that balances functionality with fun.
The impact
The campaign successfully positioned The Matcha Yaad as a refreshing and meaningful alternative in a crowded sector:
Differentiated Positioning: The brand moved away from the “energy drink” stereotype to own the “calm energy” space.
Memorable Visual Identity: Created a culturally rich visual language that built immediate recognition and resonance.
Strong Brand Affinity: Fostered a deep emotional connection with an audience seeking mindful, culturally authentic wellness products.
The approach
Against Ordinary led a Brand Audit, Design, and Launch Campaign strategy focused on mindful vitality:
Crafted a Core Campaign Message: We distilled the brand’s essence into the simple, powerful line: “It Calm Energy.”
Designed for Diversity: We developed visuals featuring a multicultural cast to represent the fusion of influences and the universal appeal of mindfulness.
Animated Unity: We created subtle can animations that mimicked the rhythm of calm breathing, symbolising the mindful experience of the product.
Culturally Resonant Visuals: We built an identity that was both recognisable and celebratory, capturing attention across all digital and physical channels.
